people of the western world have been taught at a very early age to read from left to right from the top to the bottom. this is called the "Z" line of direction. it is so ingrained in us that we cannot escape it. most everything we view is scanned in this manner. for example, a proper formal written letter has the date and place in the top left corner, symbolising the origin, and a signature on the bottom right, meaning closure. this is also why 90% of commercial websites place their logo in the top left corner of of each page. of course, nudes are an exception, we all know where the eyes are drawn to first....
modernism has tried hard to break these habits. now there are horizontal, vertical, even diagonal lines of direction. but the "Z" line is such a part of our subconciousness, that horizontal designs seem familiar and relaxing (the ol' left to right), but vertical and diagonal ones appear aloof in comparison.
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